No excrement, Sherlock. I'm presuming he's talking about the ridiculously overpriced bulky semi-permanently attached awnings that are a prime fashion accessory of the 'overlanding' fad-branding.
The design idea I offered costs <$100 for materials and is tied on at the time of putting it up. If you can't see the big difference between the two, well I can't help you.
eta but I'll try to help some others.
www.ripstopbytheroll.com Good company, fast order fulfillment. Frequent material sales. Lightweight ripstop or silnylon - a similar lightweight silicone-coated water resistant fabric - can be had for $3.50-$5 per roll-yard. That's 15sq'. That's .24-.33 per square foot. Some paracord, a couple cord locks, a couple poles and all the fabric you need to sow an awning of any reasonable size you want, for less than $100.
Heck with just some homebrew adjustable poles and cordage you can make a decent awning out of any size grommeted tarp. Do that for under $50. And take up no more room or weight than a 3-man dome tent.
And it won't crush an inattentive / inexperienced helper's fingers like an EZ-UP will.
A Tepui mounted awning is ~$300. A bigger name brand batwing attached awning is $750. You can make your own awning pretty inexpensively. Ripstopbytheroll even has screen mesh, so you can make bug-blocking side walls.